New Launch
HQ by Rove is a 164-unit branded-residence project in interior Business Bay by Irth Development, priced from AED 3.
What the current data says
Project shortlist
Share your budget, timing, and what you like about this launch. The first reply will point you to the strongest alternatives and the trade-offs worth checking before you move.
Project shortlist
Share your budget, timing, and what you like about this launch. The first reply will point you to the strongest alternatives and the trade-offs worth checking before you move.
The more specific the budget, area, and timing, the more useful the first reply.
Price from
AED 3.35M
Starting price for HQ by Rove.
Completion
Q1 2029
Tracked completion target for HQ by Rove.
Related projects
8
Nearby launches and other Irth Development projects.
HQ by Rove is a 164-unit off-plan project in Business Bay developed by Irth Development, carrying Rove brand affiliation and targeting Q1 2029 completion. Entry pricing starts at AED 3.35M, with per-sqm rates of AED 51,372 to AED 60,563 across a unit mix spanning 63.17 to 344.48 sqm. That per-sqm range is 20 to 55 percent above non-branded Business Bay off-plan benchmarks and materially higher than Irth's own earlier Rove Home Marasi Drive — which sits on a canal-front plot at AED 29,531 to AED 40,715 per sqm. Before HQ by Rove earns selection status, buyers must weigh three specific factors: a developer with no completed projects on record, a construction delay pattern across all of Irth's active builds, and a plot position in interior Business Bay that the current per-sqm ask does not fully justify.
The 164-unit mix spans 63.17 to 344.48 sqm across studio-scale entry units to large-format residences priced up to AED 20.9M. At AED 51,372 to AED 60,563 per sqm, HQ by Rove sits firmly in the branded premium tier. Non-branded Business Bay off-plan stock from established volume developers is transacting at AED 33,370 to AED 43,286 per sqm, meaning HQ by Rove carries a 20 to 55 percent premium over equivalent unbranded floor area in the same district. Irth's own earlier Rove Home Marasi Drive — launched at AED 29,531 to AED 40,715 per sqm on a canal-front plot — illustrates how much of the current ask reflects market timing rather than a step-change in location or product quality. Acquisition costs beyond the sticker price include a 5 percent buyer-side fee and the Dubai Land Department's 4 percent transfer fee, bringing total entry costs on the AED 3.35M base unit to approximately AED 3.65M. Buyers comparing this cost structure against a ready Business Bay alternative should read the off-plan vs ready comparison, and the buying guide covers every DLD and RERA fee applicable at registration.
Business Bay is Dubai's largest commercial district outside DIFC, bordered by Downtown Dubai to the north and the Dubai Canal to the west. The district generates consistent demand for short-stay and corporate furnished rentals driven by its concentration of grade-A office stock, making it one of the more defensible residential investment locations in central Dubai. HQ by Rove's coordinates place it in interior Business Bay — approximately 1.5 to 1.8 kilometres east of the Marasi Drive canal-front promenade. Canal-adjacent plots in Business Bay command a documented resale premium over interior grid addresses, and HQ by Rove does not occupy one. The Business Bay metro station on the Red Line, which provides direct access to Downtown Dubai and interchange connections to Dubai International Airport, serves the broader district. Buyers attracted to Business Bay for its rental fundamentals should verify whether the interior plot position at HQ by Rove is priced to reflect the discount relative to canal-front alternatives in the same submarket before accepting the branded per-sqm ask at face value.
Irth Development has five tracked projects in Dubai — all currently off-plan and selling, with no completed or delivered assets on record. That absence of delivered inventory is the most critical due diligence signal for any buyer evaluating HQ by Rove against a Q1 2029 construction timeline. Construction tracking data on Irth's three active builds tells a consistent story: Rove Home Downtown was running approximately 39 percentage points behind its planned progress curve despite being the most advanced project in the portfolio; Rove Home Marasi Drive tracked nearly 49 points behind curve; Rove Home Dubai Marina sat roughly 23 points behind. HQ by Rove was at zero percent construction at the same assessment point. Buyers should directly compare Haus of Tenet — Irth's other pre-construction Business Bay project, priced at approximately AED 57,793 per sqm with a June 2028 handover — to judge whether the developer's pricing discipline is consistent across simultaneous launches in the same district. The Bearau Lamar Commercial Tower offers a different Irth asset class for broader developer evaluation across product types.
The most direct alternative is Rove Home Marasi Drive — identical brand, Business Bay address, canal-front plot, and the same Irth developer at a lower historical entry price. That comparison isolates the value of HQ by Rove's premium cleanly: buyers paying AED 51,372 per sqm at an interior Business Bay address are paying more than buyers who secured canal-front units at Marasi Drive, from the same developer with the same construction delay track record. Rove Home Dubai Marina offers the same brand in a tourism-led short-stay market rather than a commercial rental base — structurally different yield dynamics worth modelling if short-term rental income is the primary investment thesis. Aykon City 3 brings Damac's established delivery credibility to Business Bay at a different pricing structure. For buyers who want Business Bay fundamentals without a branded premium, non-branded off-plan supply in the same district from volume developers offers entry at AED 33,000 to AED 43,000 per sqm with stronger developer track records. The full Business Bay off-plan pipeline and all active launches allow buyers to build a complete selection before committing.
Construction tracking data on Irth's active pipeline — Rove Home Downtown, Rove Home Marasi Drive, and Rove Home Dubai Marina — shows all three projects running significantly behind their planned progress curves. Rove Home Downtown, the most advanced, was at 53 percent physical completion but tracking nearly 39 percentage points behind the expected curve for that stage. Rove Home Marasi Drive tracked nearly 49 points behind curve; Rove Home Dubai Marina sat roughly 23 points behind. HQ by Rove was at zero percent construction at the same assessment point. Buyers should treat Q1 2029 as an optimistic target, request the DLD escrow account schedule to verify funding milestones, and build a delay buffer of at least 6 to 12 months into any yield or resale projection. Review the [off-plan vs ready](/compare/off-plan-vs-ready) comparison carefully before committing capital to a pre-construction project at this price point.
HQ by Rove's coordinates place it in interior Business Bay, approximately 1.5 to 1.8 kilometres east of the Marasi Drive canal-front promenade. Rove Home Marasi Drive benefits from direct canal-side access and was launched at AED 29,531 to AED 40,715 per sqm in an earlier market cycle. HQ by Rove, launched later at AED 51,372 to AED 60,563 per sqm, commands the higher ask on brand familiarity, launch timing, and unit mix configuration — not a superior location. Buyers deciding both projects should compare like-for-like unit sizes: a canal-front unit at [Rove Home Marasi Drive](/projects/rove-home-marasi-drive) offers demonstrably stronger rental positioning at a lower entry price from the same developer. The premium at HQ by Rove requires conviction that the brand and later launch will outperform at handover — a case that is harder to make from an interior Business Bay plot.
On the AED 3.35M entry unit, buyers should budget a 5 percent buyer-side fee (AED 167,500) and a 4 percent Dubai Land Department transfer fee (AED 134,000) at registration, bringing the all-in acquisition cost to approximately AED 3.65M before any financing costs. The [buying guide](/buy) covers the full breakdown of DLD fees, RERA trustee charges, and mortgage registration costs applicable to off-plan purchases. On a three-year construction timeline to Q1 2029, the opportunity cost of capital deployed across the payment schedule must also be modelled alongside projected rental income at handover — particularly given the construction delay pattern visible across Irth's existing portfolio.
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